Looks like H&M's racist ad has cost them more than a bunch of customers as their celeb ambassador The Weeknd has just publicly severed ties with the clothing brand.
Selena Gomez's former flame took to Twitter to announce that he will no longer be working with the retailer.
"Woke up this morning shocked and embarrassed by this photo," he wrote.
"I’m deeply offended and will not be working with @hm anymore..."
Abel began his collaboration with the brand last year when he launched his XO brand through the company and also starred in multiple H&M campaigns.
After noticing the backlash online, the Swedish retailer issued the following apology:
"We sincerely apologise for offending people with this image of a printed hooded top,” they said.
“We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues.”
The company then made the decision to pull the item from its range, which they announced with another statement:
“We understand that many people are upset about the image. We, who work at H&M, can only agree. We are deeply sorry that the picture was taken, and we also regret the actual print. Therefore, we have not only removed the image from our channels, but also the garment from our product offering globally. It is obvious that our routines have not been followed properly. This is without any doubt. We will thoroughly investigate why this happened to prevent this type of mistake from happening again.”